The addition of Valentina Sampaio as an VS Pink model comes one year after chief marketing officer Ed Razek insisted the company wasn't interested in trans models.
"To be clear, we absolutely would cast a transgender model for the show," he said in a statement posted on Twitter."We've had transgender models come to castings.... And like many others, they didn't make it.... But it was never about gender. I admire and respect their journey to embrace who they really are."
Sampaio's addition comes as the company is at a crossroads: After explosive growth at the turn of the millennium, VS has struggled to keep up with changing customer demand. Between 2016 and 2018, its U.S. market share dropped from 33 percent to 24 percent.for the foreseeable future"to work on branding and new ways to do the show." The show, which aired on CBS for most of its run, had suffered from declining ratings.
"Fashion is a business of change," read a memo from L Brands CEO Les Wexner."We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria's Secret Show. Going forward we don't believe network television is the right fit. In 2019 and beyond, we're focusing on developing exciting and dynamic content and a new kind of event — delivered to our customers on platforms that she's glued to...
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